Syncly Social Index
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Hair
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K18 on video, September 2026
K18 ranked third in hair on the Syncly Social Index in September with 61.9, ahead of Olaplex despite half its video count. One in five sampled videos showed or said K18 without tagging it, and its creator base was among the widest in the panel. The new FutureIQ scalp serum drove most of its paid content.
Syncly Social Index score
A 0–100 score built from six short-form video signals, relative to brands in the same category.
Untagged share scored 100: 21.2% of sampled videos named K18 only in speech, on-screen text or visuals. Creator breadth scored 88.9, with the top 10 creators making 4.6% of videos and no single account posting more than 8. Share of voice (8.6% of hair panel mentions) scored 55.6.
Reach and growth were modest. 3.7% of videos passed 100k views (44.4), and only one passed a million. Momentum scored 33.3, with share up 11% from August. Organic sentiment (37% positive) scored 50.
Key numbers
change in share of category videos vs. the prior month
Most-viewed K18 videos
The most-viewed videos mentioning the brand this month.
A month of K18 videos
Videos per day. Highlighted days are the three biggest, with the top video from each.
What K18 videos are about
Sep 10 (33 videos), tied for the peak: the top video walked through a K18 routine on damaged hair (42K views, watch). The same day, another creator started a three-month FutureIQ trial (watch).
Sep 29 (33): a paid post showed 60 days on the FutureIQ scalp serum for shedding and graying (495K, watch).
Sep 13 (31): a postpartum wash-day video tagged K18 among several brands (91K, watch).
K18 videos split between repair and scalp care. Dry shampoo (170 videos) and the Leave-In Molecular Repair Mask (165) were the most-named products. The mask's share was flat from August. Scalp-serum mentions, led by the new FutureIQ, came to about 156. Shedding (41 videos) and #k18results (30) reflect the FutureIQ push, which paired creators with 60-day before-and-after posts (watch). The detox shampoo (121) and heat protectant (98) followed.
Most-mentioned products
| Product | Videos | Change |
|---|---|---|
Dry shampoo | 170 | |
Leave-In Molecular Repair Mask | 165 | +0.1% |
FutureIQ / scalp serum | 156 | |
Peptide Prep Detox / clarifying shampoo | 121 | |
Heat protectant (HeatBounce) | 98 |
Top keywords
Top hashtags
Where and who
Instagram Reels carried 49% of K18 videos, TikTok 45% and YouTube Shorts 6%. Paid content was limited: 44 of 338 TikToks (13%) were sponsored, often tagged #k18partner. Organic TikToks passed 100k views at 3.4%, against 1 of 44 sponsored. No official K18 account ranked among the top posters; the most active was a salon account with 8 videos. Located videos came mostly from the US (219) and UK (55).
Platforms
Sponsored vs organic on TikTok
Most active creators
Where the videos come from
Untagged and sentiment
K18's top video is untagged: a 3.3M-view 'running late' hygiene reel shows K18 in on-screen text but not in the caption (watch). A 521K-view London vlog also shows K18 only on screen (watch). No sampled video was negative.
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Brands mentioned alongside K18
Share of the brand’s videos that also mention each brand. These are the brands viewers see it compared with.
Product reports
Compare with competitors
Frequently asked questions
The Syncly Social Index scores brands from 0 to 100 using short-form video on TikTok, Instagram Reels and YouTube Shorts. It combines six signals: video share of voice (25%), untagged mentions (20%), momentum (15%), sentiment (15%), high-reach videos (15%) and creator breadth (10%). Each signal is scored relative to the other brands in the same category for the month. Sentiment and untagged figures come from a sample of videos; any claim about a specific video links to that video.